Old news to the blogosphere, but still worth a mention: a dash of classic American ruggedness seems to be in the recipe for Lee‘s spring/summer 2011 ad campaign. Shot by famed photographer Terry Richardson, it pays homage to the denim brand’s heritage and featuring models Riley Keough, Isaac Weber and Andre Van Noord. Catch phrases such as ”A LEE IS YOU” emphasizes the customer’s connection to the product and the brand’s authenticity and devout passion towards denim. The minimalist approach is owed to the photographer’s aesthetic. From recycled denim to high waisted jeggings, the coolness factor jackpot seems to have been hit.

There are definitely a few Terry Richardson fans here at Denim Therapy, so we’re pleased as punch to report on his Lee Jeans spring 2011 campaign shoot, which has the high contrast, rough-around-the-edges look we’ve come to appreciate from his work. Andre Van Noord and Riley Keough are some of the faces spotted in this high contrast set, and if you happen to be craving a dose of the recently socially acceptable denim-on-denim trend, this one is for you.